Cross-bor­der e-com­merce takes off

Sales soar, qual­ity im­proves, bright fu­ture beck­ons as global con­sumers fall in love with lit­tle-known Chi­nese brands

China Daily (Latin America Weekly) - - 13 Business - By FAN FEIFEI fan­feifei@chi­nadaily.com.cn

Here’s a some­what un­der­ap­pre­ci­ated China story: the rest of the glob­al­ized, dig­i­tal­ized world can’t have enough of lo­cally made goods, thanks to the planet-wide reach of cross-bor­der e-com­merce plat­forms, in­clud­ing those based in the coun­try.

This story is not ex­actly a se­quel to the one about China hav­ing been the world’s lead­ing fac­tory for man­u­fac­tured goods over the last few decades.

It is not about lead­ing Chi­nese tech brands such as Xiaomi, Huawei, Vivo and Haier that are well known out­side the coun­try ei­ther.

In­stead, this story is about lit­tle-known but glob­ally suc­cess­ful Chi­nese brands and com­pa­nies such as Eco­v­acs. de­part­ment, said: “We’re build­ing our own brand and in­vest­ing 10 per­cent of our an­nual rev­enue in re­search and devel­op­ment. We have over 1,000 patents both at home and abroad.”

Qian said Ama­zon of­fered Eco­v­acs help­ful guid­ance on con­sumer de­mand anal­y­sis based on ac­cu­rate data. It also im­parted pro­fes­sional train­ing in op­er­a­tions and taught mar­ket ex­pan­sion strat­egy.

Like Eco­v­acs, tens of thou­sands of China-based ven­dors now sell their prod­ucts glob­ally through Ama­zon Global Sell­ing, a mech­a­nism that lever­ages the on­line mar­ket­place’s branches in 10 coun­tries, in­clud­ing the United States, the United King­dom, Ger­many, Canada, Ja­pan and Aus­tralia.

This helps build vis­i­bil­ity for their brands glob­ally. A vir­tu­ous cy­cle en­sues: brighter brands gen­er­ate higher sales; next, greater con­sumer ex­pec­ta­tion prompts the brands to in­vest in R&D and im­prove the qual­ity of their prod­ucts; this, in turn, en­cour­ages firms such as Ama­zon to launch plans like “ser­vice+”, a pro­gram to im­part Chi­nese sell­ers lessons in the art and sci­ence of cross­bor­der e-com­merce.

Thanks to e-com­merce, small and medium-sized Chi­nese firms now re­ceive con­sult­ing ser­vices for en­ter­prise devel­op­ment strat­egy and oper­at­ing model, as well as tai­lor-made so­lu­tions for busi­ness ex­pan­sion at dif­fer­ent stages.

“China’s cross-bor­der e-com­merce is thriv­ing, which brings about huge op­por­tu­ni­ties for Chi­nese en­ter­prises. But, it also brings about new is­sues and chal­lenges. By lev­er­ag­ing Ama­zon’s global net­work and re­sources, we could pro­vide cus­tom­ized so­lu­tions to meet the needs of Chi­nese sell­ers and cul­ti­vate cross-bor­der e-com­merce tal­ent in China,” Dai Jingfei, vice-pres­i­dent of Ama­zon China, said.

In 2017, sales rev­enue from third-party sell­ers on Ama­zon’s on­line mar­ket­place ac­counted for 50 per­cent of global sales, among which the SMEs ac­counted for over 25 per­cent of Ama­zon’s over­all third-party busi­nesses.

More than 15 per­cent of Chi­nese con­sumers made pur­chases worth $85.76 bil­lion from cross-bor­der e-com­merce plat­forms in 2016, ac­cord­ing to con­sul­tancy eMar­keter.

By 2020, a quar­ter of the Chi­nese pop­u­la­tion, or more

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